The Win-Wins Blog

Social Purpose in Business: A Growing Global Trend—Where Does Canada Stand?

Recently, I had the opportunity to meet with a federal Member of Parliament to discuss something I’m deeply passionate about: how businesses can be a force for good and why social purpose matters for Canada’s future.

Around the world, governments are taking steps to embed social purpose into business, recognizing that companies with a clear social purpose contribute to economic resilience, innovation, and long-term prosperity. But is Canada keeping pace?

How Other Countries Are Leading the Way

Several countries have already made significant progress in integrating social purpose into their economic and business strategies:

✅ United Kingdom: The UK has taken a leadership role with its Public Services (Social Value) Act. This legislation requires businesses bidding for public contracts to demonstrate their contribution to social and environmental well-being. As of 2021, social value now accounts for at least 10% of the evaluation criteria for these contracts, encouraging companies to embed purpose into their business models.

✅ European Union: The European Commission is preparing to ease state aid regulations to promote green projects and support purpose-driven businesses. The "Clean Industrial Deal" aims to unlock public and private investment in decarbonization and social impact initiatives. This policy shift will provide financial incentives like tax breaks and grants to businesses that align with societal goals.

✅ United States: While the U.S. has not implemented federal policies directly supporting social purpose in business, many companies have voluntarily integrated purpose into their operations. However, recent trends suggest a retreat from corporate commitments to diversity, equity, and inclusion (DEI), raising concerns about the sustainability of corporate social responsibility (CSR) efforts without strong policy backing.

Canada’s Opportunity to Lead

Canada is uniquely positioned to become a global leader in social purpose business. We have a reputation for being progressive, innovative, and socially responsible—but we need stronger policies and incentives to help businesses fully embrace social purpose. Some ideas include:

🔹 Incentives for purpose-driven businesses – Tax breaks or funding opportunities for businesses that want to embed or have embedded social purpose into their core operations.

🔹 Aligning government procurement with social impact goals – Following the UK’s lead, Canadian public contracts could include social value criteria, ensuring taxpayer dollars support businesses that contribute to societal well-being.

🔹 Embedding social purpose into economic policy – Developing a national framework that integrates social purpose into corporate governance, trade policies, and innovation strategies.

What’s Next? A Call to Action

As I reflected on my conversation with the MP, I felt both inspired and motivated. Businesses across Canada are eager to create positive social and environmental change—but they need an enabling environment to succeed.

Now, I turn to you: What do you think Canada can do to support businesses in driving positive impact?

Let’s start a conversation. If you’re a business leader, policymaker, or advocate for social purpose, I’d love to hear your thoughts.

Send me a message—let’s work together to put social purpose at the heart of Canada’s economy. maryellen@purposepathways.ca

The Blog Series where we answer commonly asked questions (December 11, 2024 to February 4, 2025 - below)

We spend a lot of time at networking events and we get a lot of the same questions from people new to Social Purpose.

In this series, we answer some of the most frequently asked questions.

posted February 4, 2025

Responsible Business vs. Social Purpose: What’s the Difference?

I recently had a conversation where someone asked if Responsible Business and Social Purpose in Business were the same thing. It’s a great question—because while they’re connected, they’re not interchangeable.

Let’s break it down.

Responsible Business: The “How” of Doing Business

A Responsible Business ensures that its operations are ethical, fair, and sustainable. It focuses on how it conducts business, minimizing harm and ensuring ethical practices across areas like:

Environmental sustainability (reducing emissions, ethical sourcing, waste reduction)
Fair labor practices (living wages, safe working conditions)
Diversity, equity, and inclusion
Transparent governance (ethical decision-making, accountability)
Community engagement (philanthropy, volunteering)

These are all essential elements of running a good business. But being responsible alone doesn’t mean the business has a Social Purpose.

Social Purpose: The “Why” Behind the Business

A Social Purpose Business goes a step further—it’s not just about how they do business responsibly, but why they exist in the first place. A Social Purpose is a company’s core reason for being that contributes to a better world. It goes beyond mitigating harm and toward regeneration, rebuilding, restoring—for people and planet. It defines the unique impact a business is striving to make beyond profit.

A business with a clear Social Purpose:

Puts purpose at the core of its business model (not just as a CSR initiative)
Aligns its products and services with its purpose
Uses its core strengths and assets to drive societal good

An Example: Patagonia vs. Any Responsible Outdoor Brand

Take the outdoor apparel industry. Many companies operate responsibly—using sustainable materials, ensuring fair labor practices, and giving back to environmental causes. That’s Responsible Business.

Now, consider Patagonia. Its Social Purpose is "We're in business to save our home planet." Everything they do—from product design to procurement to customer experience to activism—aligns with that purpose. They don’t just minimize harm; they actively work to solve environmental challenges. They fund grassroots climate movements, encourage customers to buy less, and even changed their mission statement to reflect their planetary commitment.

A responsible outdoor brand reduces its footprint. A Social Purpose outdoor brand leads the charge for environmental change.

Why Does This Distinction Matter?

It’s great when businesses operate responsibly. But those who step into purpose unlock deeper impact, stronger customer loyalty, greater differentiation and more meaningful engagement with employees and stakeholders.

A business can be responsible without having a defined Social Purpose. But a Social Purpose Business almost always operates responsibly—because it’s baked into their DNA.

As businesses look to the future, the shift from responsibility to purpose is becoming increasingly important. The companies that will stand out are those that don’t just “do less harm,” but actively work to create a better world.

posted January 8, 2025

Q: I think I am a Social Purpose company; how can I be sure?

A: That’s an important question, because there is a lot of misunderstanding out there.

I often say most companies are doing good in the world through their charity and community involvement, and by mitigating any harms they may produce. These are no doubt, good things, but they are not Social Purpose.

A truly Social Purpose business has clearly defined why it exists beyond making a profit—it’s about the positive outcomes your company can uniquely create for society or the environment. It goes beyond mitigation and towards regeneration in the area your company can have the most impact.

You can start assessing if you are a Social Purpose business by asking yourself these key questions:

Does your business have a clearly articulated Social Purpose?

This is a guiding statement that explains your company’s reason for being, grounded in its ability to address a societal or environmental need.

Is this Purpose integrated into your strategy and operations?
For example, does it guide decision-making, innovation, and how you engage employees and stakeholders?

Does your business actively measure and share the impact of its Purpose?
Being transparent about the difference you’re making helps hold you accountable and build trust with your stakeholders.

Do your employees and customers recognize and rally around this Purpose?
A true social purpose business inspires alignment and excitement internally and externally.

If you’re already doing some of these things, that’s a great start. If you’re curious about diving deeper, we specialize in helping businesses uncover, integrate, and activate their Social Purpose.

posted January 4, 2025

Q: Social Purpose: Is it not just another new label for the same old thing?

When we are out talking to people, we sometimes hear business leaders comment on the term Social Purpose. For some, it might seem like the latest buzzword—just a rebranding of familiar concepts like Corporate Social Responsibility (CSR), Environmental, Social, and Governance (ESG), or corporate philanthropy. But Social Purpose is more than a rebranded initiative; it represents a fundamental shift in how businesses define their role in society and the economy.

A: So, how is Social Purpose different? Let’s break it down by comparing it with CSR, ESG, and corporate philanthropy.

1. Social Purpose vs. CSR: A Matter of Core Intent

CSR has traditionally been about mitigating harm and meeting stakeholder expectations. It’s often expressed through policies like reducing a company’s environmental footprint or supporting employee volunteer programs. While these initiatives are valuable, CSR is typically viewed as an adjunct to core business operations—a “nice to have” rather than a driving force.

Social Purpose, on the other hand, is about embedding societal impact into the company’s DNA. It answers the question: Why does this business exist, and how does it contribute to a better world? A business with a clear Social Purpose doesn’t treat impact as a side activity; it makes it central to every decision, from strategy to product development to customer engagement.

Key Difference: CSR focuses on doing less harm; Social Purpose focuses on creating meaningful impact.

2. Social Purpose vs. ESG: From Compliance to Identity

ESG frameworks are metrics-driven and often compliance-oriented, helping investors and regulators assess a company’s performance on environmental, social, and governance criteria. ESG provides a critical benchmark for ethical and sustainable operations, but it’s usually framed as a way to manage risks and opportunities rather than define a company’s reason for being.

Social Purpose goes beyond meeting metrics. It’s about a company’s identity—its unique role in addressing societal challenges. While ESG helps answer how a business operates sustainably and responsibly, Social Purpose answers why the business exists in the first place. A company with a strong Social Purpose uses ESG as a tool to achieve its broader mission.

Key Difference: ESG is about operational excellence; Social Purpose is about existential meaning.

3. Social Purpose vs. Corporate Philanthropy: From Giving to Transformation

Corporate philanthropy often involves donating money, time, or resources to worthy causes. It’s an important way for businesses to give back, but it’s typically separate from the company’s core operations. For example, a tech company might fund the local food bank while its main business remains unconnected to that societal issue.

In contrast, Social Purpose integrates societal impact into the company’s primary business model. A Social Purpose-driven company doesn’t just donate to causes; it aligns its products, services, and operations to address systemic challenges. For example, a tech company with a Social Purpose might design platforms that promote digital equity, ensuring underserved communities have access to its technology; technology that makes their lives better.

Key Difference: Philanthropy is about giving back; Social Purpose is about giving meaning.

Why Social Purpose Matters Now

In today’s interconnected world, businesses face increasing pressure from consumers, employees, and investors to demonstrate their relevance beyond profits. Social Purpose offers a powerful way to meet these expectations while fostering innovation, resilience, and long-term value creation. Unlike CSR, ESG, or philanthropy, Social Purpose isn’t an initiative—it’s a North Star.

For businesses ready to lead in this new era, defining and activating a clear Social Purpose isn’t optional—it’s essential. It’s not about following a trend; it’s about defining your legacy.

posted December 11, 2024

Q: "My business supports our local community needs and we encourage our employees to give to their favourite charities - and they seem to like that. Why would I need a social purpose for my business? What difference would that make?"

A: Why Your Business Might Need a Social Purpose

Supporting your local community and encouraging your employees to give to their favourite charities is already a wonderful step toward creating positive impact. It demonstrates care, generosity, and a sense of connection to the community around you. So why would your business need a social purpose? What difference could it make?

Here’s the key: having a social purpose doesn’t replace the good work you’re already doing—it amplifies it. A social purpose defines your business’s overarching reason for being, beyond profits, so that you optimize your contribution to the world. It becomes your North Star, guiding decisions and inspiring action. Here’s how it can make a difference:

1. Unify and Inspire Your Team

When your business has a clear social purpose, it provides a shared sense of meaning that goes beyond individual contributions. Your employees’ generosity, now focused at and through their work on a shared Purpose, becomes part of a bigger story—one that aligns their efforts to a greater, collective impact. This can boost morale, strengthen loyalty, and make your workplace a magnet for top talent who want their work to matter.

2. Differentiate Your Business

In a crowded marketplace, a well-articulated social purpose sets your business apart. It communicates to customers and partners what you stand for and why you’re worth supporting. It can transform a transactional relationship into a deeper connection, helping you build long-term trust and loyalty.

3. Fuel Innovation and Resilience

Social purpose acts as a powerful lens for business decisions. It encourages you to ask questions like, “How can we solve this problem in a way that advances our purpose?” This mindset often leads to innovative products, services, and processes that add value not only to your customers but to society as a whole. It can also provide clarity and direction during challenging times.

4. Deepen Your Impact

Supporting your local community and encouraging philanthropy are impactful actions, but a social purpose allows you to take a more strategic approach. It connects your efforts directly to your business’s strengths and resources, ensuring your impact is focused, measurable, and sustainable. It’s about doing what only you can do in a way that makes a lasting difference.

5. Strengthen Stakeholder Relationships

Today’s customers, employees, and investors increasingly care about what businesses stand for. A clear social purpose helps communicate your commitment and makes it easier for others to align with you. It builds trust and goodwill, which are invaluable in any relationship.

By defining your social purpose, you’re not just doing good—you’re embedding goodness into the DNA of your business. It’s a way to create a legacy of impact while strengthening your business for the future.

The good news? You’ve already taken important steps in this direction.

Articulating your social purpose is the next step to turning those actions into a transformational strategy.

Join the inaugural "Purpose Connections" this Purpose in Business Week (#PiBW)!

Posted October 25, 2024

Purpose in Business Week is an annual celebration designed to generate national conversation and global awareness of the social purpose business movement. Held in November of each year, social purpose champions from all industries share their commitments to a new business ethic, inspiring a cultural shift towards a purpose-led economy.

This year's Purpose in Business Week, November 18 to 22, 2024, kicks off with the launch of "Purpose Connections" a quarterly, free online gathering of social purpose leaders, professionals and advocates, coming together to connect, learn and share on topics related to the purpose economy and integration of purpose into core business strategy. Each session will offer a 30 minute presentation, followed by 30 minutes of open discussion and breakout sessions.

Our inaugural session kicks off November 19th during Purpose in Business Week, with special guests Dr. Victoria Hurth, Dr. Lorenzo Fioramonti and Ben Renshaw, presenting their upcoming book Beyond Profit: Purpose-Driven Leadership for a Wellbeing Economy.

Click here to join this session November 19th 9:00 am Pacific!

Why Social Purpose is Essential to a Company's Success

June 24, 2024

In today's business world, terms like ESG (Environmental, Social, Governance), CSR (Corporate Social Responsibility), and sustainability often dominate discussions about a company’s impact on society and the environment. However, there's a fundamental concept that goes beyond these frameworks: Social Purpose. Understanding Social Purpose is crucial for any organization aiming to make a meaningful and lasting contribution to the world, while creating a competitive advantage and growing for good.

Defining Social Purpose

At its core, Social Purpose is an organization’s reason to exist, reflecting its optimal contribution to the long-term well-being of all people and the planet (credit: Dr. Victoria Hurth). This isn't about what the organization does, how it measures success, or even how well it performs. Instead, it’s the existential "why" of the organization—the fundamental reason it exists in the first place.

The Difference Between Social Purpose and Other Concepts

To truly grasp the unique value of Social Purpose, it’s essential to distinguish it from other related concepts:

CSR (Corporate Social Responsibility): This involves a company’s efforts to have a positive impact on society through initiatives that go beyond profit-making, such as philanthropy and volunteering.
ESG (Environmental, Social, Governance): This framework helps companies measure and report their sustainability and ethical practices, focusing on their environmental, social, and governance impacts.
Sustainability: This refers to meeting the needs of the present without compromising the ability of future generations to meet their own needs, often through eco-friendly practices and resource management.

While CSR, ESG, and sustainability are critical for framing, measuring, and reporting a company's effects on the world, they are not the same as Social Purpose. Social Purpose is about aligning these efforts with the fundamental reason your company exists, bringing everything into sharper focus to serve an ultimate end.

Optimizing Contribution Through Social Purpose

So how does Social Purpose optimize a company’s contribution? It serves as a decision-making lens for every aspect of the business:

Procurement: Ensuring that sourcing practices align with the company’s overarching Purpose.
Hiring: Attracting and retaining talent that shares the company's Purpose.
Policies and Procedures: Developing guidelines that reinforce the company’s Purpose.
Financial Resources: Thoughtfully allocating funds in ways that support achieving why the company exists.
People and Culture: Fostering a work environment that aligns with the company’s higher Purpose.
Products and Services: Innovate offerings that contribute positively toward solving the problem your Purpose company aims to change.
Customer and Client Relations: Building relationships based on shared Purpose and goals.

When a company uses its "why"—its highest purpose—as a decision lens, the impact it can have becomes all-encompassing. It’s not about randomly doing good things like reducing waste or ensuring an ethical supply chain. These actions are necessary, but they don't optimize the company’s contribution. Instead, when driven by a clear Social Purpose, these actions become part of a cohesive strategy to fulfill the company's fundamental reason for being.

The Aspirational Nature of Social Purpose

A Social Purpose aimed at the long-term well-being of all people and the planet is inherently aspirational and, in many ways, unattainable. So why pursue such a lofty goal?

Because setting an ambitious Social Purpose drives innovation, inspires broader thinking, and challenges the status quo. It encourages companies to leverage all their resources and capabilities toward achieving a profound societal impact. This kind of forward-thinking approach can transform not only the company itself but also the broader community and environment in which it operates.

The Unique Value of Social Purpose

Social Purpose cannot be confused or conflated with CSR, ESG, sustainability, or other related concepts. While these frameworks are beneficial and drive some impact, they don't encapsulate the existential "why" that can truly optimize an organization’s contribution to the world. To achieve the most significant impact, companies need to start with their reason for existing and integrate a Social Purpose lens into everything they do.

By understanding and embracing Social Purpose, companies can not only enhance their success but also contribute to the long-term well-being of people and the planet—a beautiful and worthwhile endeavor.

Solving Corporate Culture Challenges

Purpose + People & Culture Blog series, 5

There are numerous benefits of having a Social Purpose for a Company. This series will explore how Purpose benefits your internal People and Culture to help make your company an employer of choice, in addition to being a force for good in the world (or are those the same thing?)!

The 5th of the Top Five Reasons how getting a Social Purpose for a company helps solve people and culture challenges, while doing good, is:

It unlocks Collaboration.

In today's interconnected world, fostering collaboration isn't just a buzzword – it's necessary for success and optimizing impact.

And one of the most powerful drivers of collaboration? Social Purpose.

Social Purpose – integrated throughout your whole business – inherently requires cross-departmental collaboration. Whether it's innovating purpose focused products, championing diversity and inclusion, or finding new ways to reduce environmental impact and become a regenerative company – these demand input and expertise from all corners of the company.

As a result, silos are broken down, communication barriers dissolve, and a spirit of aligned and inspired teamwork permeates every aspect of your company culture.

Internal collaboration like that benefits employee engagement, motivation, satisfaction, and retention.

The advantages extend beyond internal teams.

Embracing a Social Purpose also opens doors to exciting collaborations with external stakeholders and partners.

A new perspective on your relationships – suppliers, vendors, retailers, charities, even customers – helps you see ways to amplify your impact in collaboration, which strengthens those partnerships and increases resilience.

See the win-win (win x 3 – your partners win as well!)?

Solving Corporate Culture Challenges

Purpose + People & Culture Blog series, 4

The 4th of the Top Five Reasons how getting a Social Purpose for a company helps solve people and culture challenges, while doing good, is:

It attracts and retains a diverse workforce (DEI)

In today's competitive job market, attracting and retaining top talent is a challenge – and diversity and inclusion is a priority for companies.

Good news!

The landscape of talent acquisition has shifted, with an increasing number of job seekers prioritizing organizations that are committed to making a positive impact on society.

Why is that good news?

Well – companies with a strong Social Purpose have a distinct advantage as they appeal to diverse talent who seek meaningful work that aligns with their values and aspirations. And companies with a strong Social Purpose tend to foster inclusive and diverse workplaces.

They know that diverse teams bring a variety of perspectives, experiences, and ideas to the table, leading to innovation, creativity, and better decision-making – which, btw, are also benefits of a Purpose (it is all so beautifully intertwined!)

As a result, diverse talent feels welcomed, valued, and respected in these environments, making them more likely to choose these companies as their employers.

Look at Salesforce, a leading cloud-based software company known for its commitment to what they call “stakeholder capitalism” (that is, doing profitable business with Social Purpose).

Salesforce not only prioritizes diversity and inclusion within its own workforce but also advocates for social justice and equality on a broader scale. As they say, “We're working with employees, partners, Trailblazers, and customers to move closer to equality for all.”

Now that is a great example of how to integrate Purpose into all you do – inside and out.

And here it is, your next purpose win-win:

By prioritizing purpose alongside profit, Salesforce has not only built a highly engaged and motivated workforce – but also strengthened its position as a leader in the tech industry.

Solving Corporate Culture Challenges

Purpose + People & Culture Blog series, 3

The 3rd of the Top Five Reasons how getting a Social Purpose for a company helps solve people and culture challenges, while doing good, is:

Elevates Employee Morale

For the past 40+ years, the pursuit of profit has been the primary objective for many companies. As we know, a paradigm shift is underway as more businesses recognize the importance of addressing societal issues beyond their bottom line. This shift towards social purpose initiatives not only benefits communities and the environment but also profoundly impacts employee morale.

How does social purpose boost employee morale?

When values align – both between the company and employee, and also among peers/co-workers who choose that company – everyone feels part of something larger than themselves that contributes to the greater good.

Not only that, but involvement in advancing social purpose within their company provides employees with opportunities for personal growth and development. Under the parameters of a higher Purpose, employees can flex their creativity and ingenuity and contribute to both company and society’s success! This brings a strong sense of personal fulfillment and growth and contributes to overall morale.

Optimizing your company’s impact by addressing a specific and related societal issue through social purpose inspires and empowers employees to become agents of change, daily. Businesses that prioritize purpose alongside profit are not only more successful but also contribute to a more just, sustainable, and fulfilling world, for all.

What’s that you say? Let’s hear it again for the win-win!!!

Solving Corporate Culture Challenges

Purpose + People & Culture Blog series, 2

The 2nd of the Top Five Reasons how getting a Social Purpose for a company helps solve people and culture challenges, while doing good, is:

Employee Engagement: A clear social purpose gives employees a sense of meaning and fulfillment in their work, leading to higher levels of engagement and motivation.

When employees feel that their work contributes to a greater good, they experience a profound sense of meaning and fulfillment. This sense of purpose can be a powerful motivator, inspiring them to go the extra mile and become truly invested in the company's reason for being – beyond making profits!

For example, consider Sodexo, a food services, hospitality, and facilities management company.

“At Sodexo our purpose is to create a better everyday for everyone to build a better life for all.”

Look here to read their amazing manifesto that uses powerful, transformational phrases like: “by focusing on the concrete, on the tangible, on the everyday, that we make a real difference not only to a person’s day but, in the long run, to the lives of all and the planet.”

You can imagine that employees at Sodexo, no matter what their job is, not only perform their day-to-day tasks but also take pride in the positive impact their work has on the world – every day! This Social Purpose gives them a deeper sense of meaning, leading to higher levels of engagement, productivity, and job satisfaction.

Fostering a Culture of Engagement

To harness the power of Social Purpose, organizations must cultivate a culture that supports employee engagement with its Purpose. This can involve:

1. Clearly Communicating the Company's Social Purpose: Ensure that all employees understand how their work contributes to the greater good, and how the company's purpose aligns with their own.

2. Providing Opportunities for Involvement: Encourage employees to consider how they individually, as a team member and as part of a functional department can contribute more to the Purpose – and allow some freedom and resourcing for new ideas they may come up with – that are good for society and good for the business.

3. Recognizing and Rewarding Purpose Engagement: Celebrate employees who demonstrate a strong commitment to the company's Social Purpose and provide incentives and rewards that reinforce this behaviour.

By embedding a clear Social Purpose into the fabric of your organization, you can unlock a powerful source of employee engagement and motivation, ultimately driving long-term success and positive change.

Solving Corporate Culture Challenges

Purpose + People & Culture Blog series, 1

The 1st of the Top Five Reasons how getting a Social Purpose for a company helps solve people and culture challenges, while doing good, is:

1. Alignment of Values: Adopting and integrating a Social Purpose helps align the values of the company with those of its employees, fostering a stronger sense of belonging and commitment among the workforce.

Why does this matter? Well, when there is a misalignment, companies begin to see:

Decreased Morale and Motivation: Employees may feel disconnected or disillusioned if they perceive that the company's Purpose does not align with their own, or if that Purpose is not evident in action. This can lead to lower morale, decreased motivation, and a lack of commitment to the organization.
Increased Turnover: Employees who feel that their values are not aligned with the Purpose of the company are more likely to seek employment elsewhere. High turnover rates can be costly for the company in terms of recruitment, training, and lost productivity.
Reputation Damage: Misalignment of values can tarnish the company's reputation both internally and externally. Negative perceptions of the company's culture and values can deter customers, investors, and potential business partners, if they do not see authentic activation of your Purpose.
Loss of Trust and Loyalty: Employees who feel that their values are not respected or reflected by the company's Purpose may lose trust in leadership and become less loyal to the organization. This can erode employee-employer relationships and lead to increased conflict and dissatisfaction.
Difficulty Implementing Change: Companies may struggle to implement strategic changes or initiatives if employees do not believe in or support the underlying Purpose driving those changes. Resistance to change can hinder progress and innovation within the organization.

Don't get trapped in a poor company culture that is bringing your organization down.

While the lack of alignment of values between a company and its employees can have far-reaching negative impacts on employee morale, retention, productivity, culture, and ultimately, the company's bottom line - the solution is to authentically define and integrate a best-fit Social Purpose into your company. I'd be willing to bet it will not only positively impact your employees - enhancing your ability to recruit and retain the best - but you as well.

You can turn your company into an engine for good in the world - through Purpose. How great would that make you - as a visionary business leader - feel?

Get in touch - we can help you discover and integrate a Social Purpose that suits your company best!

maryellen@purposepathways.ca

A small team, rowing together with a shared Purpose in Zimbabwe (personal photo).